旅游消费者感知行为分析——以湛江-北海为例

旅游消费者行为的研究是跨学科的,涉及人口学、经济学、社会学、心理学、地理学等方面的内容.利用行为地理学的理论与方法,在微观层面对旅游消费者行为和感知进行研究,以湛江-北海游的团队旅游消费者为对象,进行实证分析.调查发现,旅游消费者的感知和行为存在着密切关系.旅游消费者的偏好、休闲时间及经济条件是影响旅游消费者行为的三个重要因素.由游前的感知和游后的映象对比表明,家庭型的旅游消费者偏好于选择休闲型目的地,且需要安全和熟悉的外部环境.同时基于行为地理学方法在调查中的不足,提出了反思.

THE ANALYSIS OF CONSUMER PERCEPTION AND BEHAVIOR IN TOURISM——AS A CASE STUDY IN ZHANJIANG-BEIHAI

The study of tourism consumers＇ behavior is a multidiscipline field, involving demography, economics,sociology, psychology, geography, etc. Based on the theory and method of behavior geography, tourism consumers＇ behavior and perspective were studied in microcosmic scope, taking the behavior and perspective of the consumers in the tourism group destined to the cities of Zhanjiang and Beihai as an example. The analysis of questionnaire re- vealed that tourism consumers＇ behavior was positively correlated to their perspective. Preference and the mood of ease （both in time and wealth） are the factors of vital importance. The comparison between the consumers＇ per- spective before tourism and their impression after tourism, demonstrated that the consumers with their family preferred the destination of leisure, safety and familiarity. Evaluations of the concerned methods and means were also reported herein.